Some Brands, in\nany case, are beginningto understand their role as influencersin\nthe change of mindset necessary to re-set our relationship with the planet,\nfrom responsible production, of course, but also from consumer education. <\/p>\n\n\n\n
The campaign\nlaunched by Coca-Cola this summer in some European countries, such as the\nNetherlands and Belgium, urging consumers not to buy its products if they were\nnot willing to recycle, points in this regard. Under the slogan “Don’t buy\nCoca-Cola if you don’t help us recycle\u201d, the company has used its brand to\ninspire people on the path to sustainability, abandoning classic consumer\nmarketing campaigns.<\/p>\n\n\n\n
This action is an\nanswer, said the company, to a survey among stakeholders and consumers, who demanded\na more sustainable use of the brand. Coca-Cola\nis one of the 25 most recognized \u2013 whose logos are recognized by people around\nthe world \u2013 and is among the 100 most valuable brands, with an estimated value of\n57.3 billion dollars (51.8 billion euros) and a net profit of 6,434 million dollars\n(5,707 million euros) in 2018.<\/p>\n\n\n\n
Although not as\nexplicit as the campaign in Belgium and the Netherlands, this year Coca-Cola\nalso launched its recycling message in the Italian market, where roadside\nbillboards and bus stops pointed with a long arm and a finger to the exact\npoint where recycling bins were. The motto of the Italian campaign “open,\ntaste and recycle with us” invited not only to enjoy but to act together\nwith the company in the recycling of bottles or cans.<\/p>\n\n\n\n
In Belgium,\naccording to a company statement, 85% of its packaging is already made from\nrecycled materials, but \u201cit is not enough\u201d, say company executives in that\ncountry. The summer campaign, that will be active until the end of September,\nalso includes TV ads and presence in festivals. It is the first campaign in the\nmass consumption sector urging customers not to buy if they don’t recycle the\npackaging later. <\/p>\n\n\n\n
On a global\nscale, the company has set itself a goal for the year 2025 to meet the\nobjectives contained in its sustainability strategy entitled Advances,\nincluding collecting and helping to recycle 100% of the packaging it markets.\nAlso, that packaging of The Coca-Cola Company products contains at least 50%\nrecycled materials.<\/p>\n\n\n\n
As part of this\ncommitment, in the United Kingdom, for example, in 2013 Coca-Cola launched \u201cDon’t\nwaste. Create\u201d, a six-week educational campaign, during which parents sent\nsuggestions on how to reuse the bottles and in return received product coupons.\nThe aim of the campaign was for families to reduce their plastic waste by\nrecycling bottles from the company’s various products \u2013 Coca-Cola, Fanta, Dr.\nPepper, Sprite \u2013 using them creatively as bird feeders, for example.<\/p>\n\n\n\n
In addition to\nlocal efforts in every market, in 2018 the company launched the global campaign\n\u201cA World Without Waste\u201d, with its corresponding Spanish motto “Un mundo\nsin residuos” and the hashtag #unmundosinresiduos for Spanish-speaking\nmarkets, that account for a good share of the brand\u2019s profits. All of these\ninitiatives are part the Atlanta-based company goals to adapt its business\nmodel to a new reality where consumers are increasingly conscious of the need\nfor companies to transcend the mere objective of profit and commit to building\na more sustainable society, from all points of view: social, economic and\nenvironmental.<\/p>\n\n\n\n
According to the\ncompany it is about \u201cgrowing correctly and responsibly, not just in the easiest\nway\u201d. In terms of processes, it is also introducing changes and is betting on\nnew materials, such as vegetable resins to create 100% recyclable bottles made\nup to 30% with materials from vegetable origin, derived from sugar cane.<\/p>\n\n\n\n
For the time\nbeing, although much remains to be done, the company has achieved the goal it set\nitself to in 2010 to \u201creturn 100% of the water contained in its drinks to\nnature and communities.\u201d The proposed date was 2020, but it was achieved in\n2015, becoming the first company to achieve such a high-profile replenishment\ntarget (the 115% replenishment) on the Fortune 500 list.<\/p>\n\n\n\n
Meanwhile, the commitment\nto urge consumers not to buy their product if they are not willing to recycle\nseems risky, according to experts. We will see, at the end of the campaign, how\nconsumers reacted and whether the company income has suffered or whether it has\nmanaged to raise awareness and increase recycling rates.<\/p>\n","protected":false},"excerpt":{"rendered":"
Whiplash Team, September 2019 If you’re not going to recycle don’t buy Coca-Cola. Is it a risky campaign? Sustainability can\u2019t be just a slogan or one more item on the checklist of objectives for organizations\u2019 CSR departments. It must be imbued in the company\u2019s purpose,…<\/p>\n","protected":false},"author":2,"featured_media":31251,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n